Twitter as a Box Office Predictor

There is an interesting article in the Arts Marketing Daily today regarding Twitter as a box office predictor. Although Twitter has a reputation as being able to predict the future, some researchers at Princeton have found that it might not be able to predict how well films will perform as previously thought. The research shows that Twitter users are generally more positive than users on online movie review sites. So Twitter doesn't give us all the information we need to make a good prediction after all.

This is good information for Arts Managers to have. While we need to be focused on new technologies, such as Twitter, and how they can help us, we also need to be aware of all the research available so we don't jump on the bandwagon too soon and end up making bad decisions. Most arts organizations are short staffed and underfunded, so we need to make sure we are focusing our marketing dollars in the best way possible.

Click this link for the research paper (you can download a pdf) http://arxiv.org/abs/1203.4642

For the article in the Arts Marketing Daily, click this link: http://paper.li/MasqueArts/arts-marketing-4?utm_source=subscription&utm_medium=email&utm_campaign=paper_sub